Disney’s Brand Mantra Why, What and How ?
Ankita GuptaPGP31250
About The Walt Disney Company(AKA DISNEY)
Founded in 1923 by Walt Disney and
Roy o Disney
In 1928 Disney’s most
iconic character Mickey Mouse
featured in Steamboat
Willie animated film
In 1950 moved from film and television to amusement
parks (Disneyland opened in
1955)
Mid 1980s grew through models of licensing and
product development
Current Businesses
Media & Networks Parks and Resorts Studio
EntertainmentDisney
Consumer products
Grew from 6.1 mn in 1991 to
52.4 bn in 2015
Famous Disney Characters
Donald Duck
Winnie the Pooh Mickey Mouse
Disney Facing Crisis
Oops, Disney got a problem !Growth through
licensing and product development
Impact on consumers
‘Disney was Disney’ whether it was in films , theme parks or any
consumer productWide implications for its brand
equity
Over selling and characters on
brand inconsistent products,
Resentment over some endorsements
Overexposure of characters
Disney is exploiting its characters too much
1989 Article in Star News
Mickey Mouse overexposure''Disney is a tradition, a part of our culture. But if it gets to be too familiar, too much a part of the landscape, Mickey's going to burn out and take Disney along with him.'' Mickey Sells; Is He Now Oversold? New York Times, May 20, 1989
Is Brand Mantra the solution ??
What is Brand Mantra “Three or four letter phrase that captures spirit of the brand positioning” Keller
Brand Mantra
Brand Essence
Core brand
promise
Guides Campaig
nsBuild consistent
brand image
“Guard rails” to avoid brand
inconsistent actions
Guides decision
of stakehold
ers
Brand Mantras
Nike: Authentic Athletic PerformanceDisney: Fun Family Entertainment
Bose: Authentic Quality Sound
American Express: Worldclass Service, Personal Recognition
BMW: Ultimate Driving Machine
Brand Mantra is not a tagline !!!Brand Brand Mantra Tagline
Nike Authentic – Athletic – Performance
Just Do It
Disney Fun – Family – Entertainment Where Dreams Come True
BMW Ultimate – Driving - Machine The Ultimate Driving Machine
Building Brand Mantra
Designing Brand Mantra
Emotional
qualifier
Descriptive
Modifier
Brand Function
Brand Mantra
How does brand provide benefits
In what ways
Nature of the benefits and experience of
brand
Nature of product or service or type of
experience or benefits
Disney’s Brand Mantra
“Fun Family Entertainment”Fun Emotional Modifier
Family Descriptive Modifier
EntertainmentDescriptive Modifier
Brand Mantra GuidelinesPoints of Difference: What’s unique about you ?
Collective Meaning: You may be better in one dimension of the brand associations of brand mantra but together I am the best
Rapid growth brands: Brand function provides critical guidance
Stable growth brands: Functional and emotional modifiers are the key
Now show me how to implement ?
Brand Mantras: Rationale, Criteria and Examples by Levin Lane Keller
Brand mantras are used for internal branding
A good brand mantra
- Communicate: Set brand boundaries, what brand is and what it is not
- Simplify: short, crisp and vivid and ideally memorable
- Inspire
Disney’s Story After Brand Mantra
Rejects offers mutual fund from Europe:
Not entertainment !!!
Rejects offer from R rated channel of Europe to broadcast Disney movies
Not Family !!!
Disney Brand Mantra Disney CEO Michael Eisner said “A brand is a living entity, and it is enriched or undermined cumulatively over time, the product of a thousand small gestures”
“Walt(Disney) genius had been to make Disney synonymous with the best is family entertainment- whether it was theme park or a television show, an animated movie or a Mickey Mouse watch…The name ‘Disney’ promised a certain kind of experience: A wholesome family fun appropriate for kids of any age……..”
ConclusionBrand Mantra are powerful and useful tools
- “Heart and Soul” of the brand - Guides decisions - Filter marketing activities - Reinforce and support brand meaning
DISCLAIMER
Created by: Ankita Gupta, IIM Lucknow (PGP31250)
during Marketing Internship by
Prof. Sameer Mathur, IIM Lucknow
